Life Insurance: Trends in U.S. Marketing and Advertising Spend

Life Insurance: Trends in U.S. Marketing and Advertising Spend

Boston, January 11, 2017 – The number of distribution channels has increased for most U.S. carriers, and with that comes new marketing and advertising channels. Carriers are splitting their marketing dollars into more categories—often without the proper understanding of the value each channel brings to the business. Digital categories are the most challenging to calculate return on investment, and while budgets in this channel are increasing, carriers are divvying up the dollars nearly blindly.

Based on industry knowledge and Aite Group’s survey of 18 senior-level executives at U.S. life insurance and annuities carriers fielded in June 2016, this report provides an estimate of the marketing and advertising spend for the U.S. life insurance industry for 2016 and a projection for 2017. Information included in this report provides a good benchmark for U.S. life insurance carriers and provides marketing and technology vendors with a sense of the opportunity in the life insurance industry.

This 16-page Impact Note contains eight figures and two tables. Clients of Aite Group’s Life Insurance service can download this report, the corresponding charts, and the Executive Impact Deck.